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Why should Casino operators offer Sportsbook?

Published

5 years ago

December 15, 2020

George Miller

Reading Time: 5 minutes

New perfect match: casino operators and sportsbook

Information literacy and trust have created a new ecosystem where sports betting and casino games complement each other.
Players are searching for one-stop shops.
Casinos offer fast results, thrilling 24/7 entertainment, so does Live Betting – the profile of the players is similar.

Sports betting MTS is a proven low-risk profit generator.
Simple iframe integration ensures that the casino page looks fabulous and appealing to the players.
To celebrate its sportsbook, and to boost further development of customers’ online business, NSoft has launched a campaign: Sportsbook integration with no setup fee!

There is nothing new in casino content being present on sports betting operators’ website. Not even if the operator’s business is heavily sportsbook oriented. The versatility of the game offer, especially for the online channel, has become an industry standard.

As for casino only online operators, however, there is no reciprocity at that level. Online casinos are still offering almost exclusively – well, casino content.

During the COVID-19 lockdown, all industries reshaped to some extent. In the betting business, lack of sports events was substituted with esports, casino content and virtual games. As a result, online betting operators have enriched their offer with exciting new content.

This shift started even before COVID-19 lockdown. The numbers are leaning toward the conclusion that sportsbook and casino are meant to be together. A fine line between casino and betting operators is becoming invisible.

When we speak about online betting operators in Central Europe, in the past several years, Sportsbook held over 60% of the business. In 2020, the numbers are entirely different, with 70% of total turnover and GGR being made in the Casino segment of business.

The Balkan region has a similar trend. Sportsbook held primacy over Casino with 80% of business just three years ago. The current situation is that 60% of the total turnover goes into Sportsbook. In Baltics, casino content now covers 80% of the total turnover.

Traditional betting operators have adapted to the new market conditions. They learned that the players are seeking a one-stop-shop, a single place for their online gambling entertainment. Information literacy and trust have created a new ecosystem where sports betting and casino games complement each other.

Exclusivity in offer in betting and gambling is a drawback. Versatility can ease the transition in the time of turmoils like the one we experienced just a few months ago. The good news is that traditional casino operators are more than ever interested in Sportsbook integration into their online business.

Data-backed decision

In research conducted by the Business Analytics team at NSoft, sports betting is a man thing. Over 75% of online players are men, with the majority of players fitting into the age group 25 to 34 years of age. The most popular betting product is In-Play Sports betting and the most popular sport is football.

Looking deeper into the numbers, players engaged in online betting like to combine sports betting with draw-based games. Products like In-Play betting and draw-based game Lucky Six have the lowest churn rate and highest retention rate. In other words, punters who are engaged in sports betting would love to play fast casino games as well.

So where is the opportunity for online casino operators? The data shows that the betting operators who introduced casino games into its offer have significantly improved the retention rate. In general, betting operators who are offering more versatile content, tend to have more loyal players.

Once again – players like to have everything in one place.

Combining a vast world of online casino content with sports betting will result in a more loyal player base.

Sports events are irreplaceable

Nothing can be compared with watching your favourite football team in a derby match. The thrill of the game, excitement during every successful long pass and frustration over questionable referee’s decisions – it’s a paradigm of life itself. We love it and who wouldn’t miss it!

“For casino operators, the online channel is somewhat different from brick-and-mortar. The online channel offers so many possibilities for seamless integration of other content types. We wanted to extend our business and include sportsbook but we had some doubts. Our two main concerns were: will our players accept that shift and other was related to UX/UI. Luckily, NSoft took care for the second one by performing simple yet effective iframe integration into our platform that fitted perfectly. As of players, we have learned that profile of our players matched with sportsbook players’ base. We even got more engagement from new players attracted by sportsbook content – live betting in particular” stated Donny White, Sportsbook Director at Victory Willbeours.

During the lockdown, esports had its 5 minutes of glory, for apparent reasons. But as soon as sports events were back again, the number of pre-match and live tickets in betting hit the sky. Sportsbook is beyond doubt the backbone of the betting business.

Casino operators offering Sportsbook – the next big thing

Most software providers on the market have their Sportsbook flagged as a top product. NSoft is undoubtedly one of the leading industry’s software providers with over 100 clients worldwide using NSoft Pre-Match Betting MTS, Pre-Match Self-Managed or Live Betting MTS solutions.

Also, NSoft is one of the few providers that can seamlessly integrate Sportsbook into third-party platforms.

We believe that the integration of Sportsbook solution into an existing online casino operation will be the next big thing when it comes to the online channel.

“Nowadays Sportsbook has become a vital part of any successful online casino, with more and more players joining the sports betting industry. Thus we decided that adding a sportsbook to our casino was of utmost importance, so after surfing through several providers and careful consideration, we decided to pick NSoft. While checking the countless providers NSoft caught our eye in an instant with a friendly interface, countless markets and super-fast integration process. The backbone of this decision was that NSoft is a preferred partner of Sportradar. All of this led to a unanimous decision to partner up with NSoft and we have not been disappointed so far,” commented Maria Fernández, CMO of Betflip.

Sportsbook is a profit generator and combined with the vast casino players’ base, it’s a winning combination. NSoft’s risk-free, turnkey solution for Sportsbook is an essential part of this equation. Simple wallet and iframe integration ensure that the casino page looks fabulous and appealing to the players.

Although players are often clustered as casino or sportsbook players, data shows that online sportsbook operators who introduced casino and virtual games into their offer managed to attract all new players’ segment. Live Betting and Casino indeed are different types of content but certain similarities are undoubted. Both are available 24/7, fast resolved and very profitable.

“We received a huge spike of new players at our casino all thanks to the Sportsbook. We have advanced to the next level of competitiveness on the gambling market and this is definitely all thanks to NSoft and their quality product” – concluded Fernández.

NSoft Sportsbook team of experts

For the NSoft Sportsbook team of experts, the question isn’t should we do it or how to do it, but when do we start.

We consider Sportsbook integration to the casino-based operators as seamless and logical as NSoft’s Sportsbook is an easy-to-integrate and user-friendly solution that fits every business. It is a hustle-free process for the product that doesn’t require any additional workforce from the operator.

NSoft’s MTS turnkey solution for sports betting provides clients with a competitive omnichannel solution without additional costs and with revenue share business model. All support and logistics for successful market positioning is provided by NSoft. That includes Sportradar’s market-leading Unified Odds Feed, supporting features (Live stream, Live Match Tracker, Stats and Player Props) that add value to the product. NSoft and Sportradar take care of Risk Management so the operator can focus on what matters most – their players!

Partnership with Sportradar

Long-term partnership with Sportradar helped us shape our Sportsbook MTS (Managed Trading Services). This covers every step on the way to a successful sportsbook offer: a full package of Betradar Odds feed and risk management provided by NSoft experts.

Sportsbook without setup fee – a special welcome bonus for online operators

To celebrate its sportsbook, and to boost further development of customers’ online business, NSoft has launched a campaign: Sportsbook integration with no setup fee! This welcome discount within the special offer is valid until the end of this year for standard integration. Learn more about Sportsbook special offer.

Europe

European Online Gambling Industry Faces Tough Offshore Choice

Published

1 day ago

May 22, 2026

Wladimir P.

european-online-gambling-industry-faces-tough-offshore-choice

The slow death of grey markets in Europe and the increasingly clear line between regulated spaces and the black market is set to divide the entire industry in two, including suppliers.

With almost all major European markets having adopted or being well on their way to enacting a full licensing regime for online gambling, the battle lines between what is on- and off-shore are clearer than ever.

For those nations that persist with restrictions on some sectors, like the continued monopoly in Norway or France’s ban on online casinos, it’s becoming nearly impossible to justify doing business in spite of these prohibitions – even for suppliers.

Regulators in the rest of Europe increasingly expect their licensees to follow not just their rules, but those of their fellow authorities across the continent.

Where once expectations of good behaviour were reserved exclusively for operators, B2B companies are now subject to the same scrutiny.

For the past few years, there has been a general building of pressure on suppliers, but this year B2B compliance has moved from a growing trend to become the status quo for the sector.

Where do you stand?

The industry is being asked to pick a side and even to play the role of regulator itself, in some cases.

“We understand that at least one piece of recent B2B regulatory enforcement [in the UK] may have come as a result of a B2C operator effectively reporting one of its suppliers,” said Andy Danson, the head of Bird & Bird’s international gambling practice.

It’s becoming clear that a meaningful percentage of operators have fully bought into the idea that those who continue to exist in European black or grey are threats to their bottom line.

Speaking on a recent webinar organised by his firm, Danson added: “There is an increasing use of commercial pressure and accountability alongside regulatory enforcement, and there is this growing expectation that licensed businesses consider who they support.”

Danson notes that, in his view, the burden on operators to self-police their industry is probably becoming too large.

“How much can a regulator really expect B2C licensees to regulate their suppliers? It is ultimately the regulator’s job to do that, and B2C really should be able to rely on their suppliers having a local license.”

This backwards pressure is also being exerted on suppliers in jurisdictions where they are required to obtain their own licenses.

Regulators expect suppliers not to sell their content to operators who service their local black market and look dimly on supplying companies active in illegal markets in any part of the world.

Gone are the days when these authorities would accept the excuse that aggregators are ultimately responsible for providing game content to these offshore operators. Instead, suppliers risk enforcement if they do not have oversight of the entire supply chain their products exist in.

Dealmakers

This pressure coming in from every angle leads to only one inevitable conclusion: M&A activity.

As suppliers are forced to choose either to abandon their high profit margin offshore clients or their reliable onshore customers, the possibility of dividing into two parts becomes more and more compelling.

“I think businesses will very likely look to separate and restructure, particularly where they currently have a real mix of regulated and unregulated market activities,” said Danson.

“We certainly saw similar trends five to ten years ago when the regulatory focus on this sort of issue was more on the B2B side,” he added.

This move would be driven partly by modern regulatory complexities, but also the impact of US investors entering the gambling market more prominently over the past five years.

US-based capital tends to be more skittish about any activity with uncertain regulatory backing and its law enforcement authorities are not shy about exerting their authority extraterritorially.

“International market exposure is becoming more and more relevant in an investment and M&A context,” Danson confirmed.

A dilemma

Those gambling businesses choosing the regulated environment are at least finding their authorities more willing than in previous years to take proactive action against the black market.

In the UK, the Gambling Commission has received a grant of £26m from the government to step up its work against illegal online gambling, for example.

Regulators are also understood to be sharing more information than ever before about the main bad actors afflicting their markets, through organizations like the Gambling Regulators Europe Forum (GREF).

Although it’s worth noting that officials also say they are swapping notes on the activities of their licence-holders as well, in yet a further example of international compliance becoming a local issue.

This, along with an atmosphere of zero compromise when it comes to tightening regulations, has created a situation where the choice between on- and off-shore is not a simple one.

Andy Danson summed up the problem: “By creating an environment which has become so burdensome and challenging for regulated markets to operate, and then challenging operators and suppliers to pick a side, regulators perhaps shouldn’t be all that surprised when some operators out there might not necessarily choose the side that they want them to.”

The post European Online Gambling Industry Faces Tough Offshore Choice appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Brazil

EGB Group launches institutional portal to strengthen corporate presence in iGaming in Brazil

Published

1 day ago

May 22, 2026

GamingAmericas.com

egb-group-launches-institutional-portal-to-strengthen-corporate-presence-in-igaming-in-brazil

EGB Group (Esportes Gaming Brasil), owner of Esportes da Sorte, Onabet and Lottu, has launched its new institutional portal, bringing governance, strategy and corporate operations together in a single digital environment.

The initiative aims to structure the group’s institutional presence and increase transparency across its processes, operational pillars and expansion projects.

The portal features dedicated sections such as Compliance, ESG, Ecosystem and a fully structured Press Room, improving access for partners, media and regulatory authorities to compliance information and strategic initiatives.

According to Iury Tavares, Media Relations Manager at EGB Group, the launch reflects an already consolidated internal evolution.

“The launch of our institutional website materializes EGB Group as an ecosystem.

We are no longer seen only as isolated consumer brands, but as an integrated structure with different business fronts connected by a common purpose of innovation and market leadership.”

Camyla Lima, Branding and Creative Manager, added that the new platform also improves how this structure is communicated.

“The new corporate identity balances the energy of entertainment with the rigor of a structured operation.

We developed an interface that prioritizes institutional storytelling and ecosystem navigation, making it easier to understand how the brands are integrated.”

The more sober visual identity reinforces the group’s institutional positioning in a regulated market and reflects its organizational culture, recognized by its Great Place to Work certification and a workforce of around 1,000 direct and indirect jobs.

With employees placed at the center of the communication strategy, the launch was also supported by internal activations across offices in São Paulo and Recife and corporate channels.

Beyond governance, the portal highlights the group’s broader social impact initiatives.

It showcases support for street carnival blocks and official sponsorships of major Carnival celebrations across Brazil, including traditional hubs such as Recife and Olinda.

Social responsibility projects such as Costura Cidadã, support for waste pickers during major events, and partnerships with NGOs focused on river cleaning are also featured.

In sports, the group maintains sponsorships with clubs including Corinthians, Náutico, Ferroviária and Ceará, as well as support for inclusive sports initiatives.

A key highlight of the portal is the company’s investment in Brazilian technology development that underpins its operations.

The group details its use of proprietary platforms to ensure technical autonomy and compliance with requirements set by the Secretariat of Prizes and Betting (SPA/MF).

This structure also includes the use of artificial intelligence for personalization and security, contributing to formal job creation and revenue generation across digital advertising and sports-related sectors.

Esportes Gaming Brasil

Esportes Gaming Brasil is one of the leading betting groups in the country, operating under a fully Brazilian structure with an official licence granted by the Ministry of Finance through SPA/MF. The authorisation covers its three brands: Esportes da Sorte, Onabet and Lottu, with nationwide operations across Brazil.

A benchmark in innovation and a strong advocate of market regulation, the group is committed to responsible gaming and continuous investment in user protection technologies, while generating hundreds of jobs.

Beyond sports betting, Esportes Gaming Brasil invests consistently in sports, culture and social projects. It is a master sponsor of clubs such as Corinthians, Ceará, Ferroviária and Náutico, and supports major cultural initiatives.

This include Galo da Madrugada and Carnival celebrations across Recife, Olinda, Salvador, Maceió, Natal, Caicó, Belo Horizonte, Rio de Janeiro and São Paulo, as well as the Parintins Festival. The brand also expands its digital presence through creative campaigns and influencer partnerships, strengthening its connection with audiences across online platforms.

The post EGB Group launches institutional portal to strengthen corporate presence in iGaming in Brazil appeared first on Americas iGaming & Sports Betting News.

2026 FIFA World Cup

Media Troopers brings its sports betting expertise to Peru ahead of the 2026 FIFA World Cup

Published

1 day ago

May 22, 2026

GamingAmericas.com

media-troopers-brings-its-sports-betting-expertise-to-peru-ahead-of-the-2026-fifa-world-cup

Media Troopers, the leading digital and customer acquisition group, has announced it will enter Peru’s regulated market to offer its sports betting and prediction market services ahead of the 2026 FIFA World Cup.

The 2026 FIFA World Cup, which will be played from 11 June to 19 July across the US, Canada, and Mexico, is a defining moment for the global online wagering industry, and one that Media Troopers aims to help operators capitalize on.

Peru is one of LatAm’s newest regulated markets, launching in 2024.

It’s home to more than 60 online operators, with its gaming regulator having granted 120 licenses since the launch.

In 2024, Peru’s regulated market was valued at $2.7 billion, with analysts expecting projected growth to reach $7.6 billion by 2033.

Media Troopers CEO Shmulik Segal says that Peru’s current regulated market represents the early stages of regulated sports betting in the US, noting that it currently boasts strong consumer demand and rapid operator expansion.

“Media Troopers is bringing mature-market expertise into Peru at precisely the moment the market is ready to scale,” Segal said.

By entering Peru, Media Troopers can offer its wide range of marketing and acquisition tools to operators in the region.

That includes providing operators with soccer-focused marketing channels, access to a variety of existing publishers and affiliates, and localized features that help operators scale their platforms to reach a more tailored audience, increase engagement, and build a trusting brand presence in the area.

Media Troopers has positioned itself as the gateway between exporting North American betting infrastructure into new, emerging markets, as it prepares for the next evolution of online wagering.

MediaTroopers was founded in 2019 with the vision of providing legal, safe, and responsible gambling alternatives to sports bettors and casino players.

Since then, the company has grown to operate in over 40 jurisdictions across North America.

MediaTroopers leverages decades of digital marketing experience, extensive in-house media buying knowledge, mobile advertising expertise, a robust technical infrastructure, and an extensive network of in-house and affiliated publishers to acquire paying customers for the world’s top gambling operators, including BetMGM, Caesars, DraftKings, FanDuel, BetRivers and more.

The post Media Troopers brings its sports betting expertise to Peru ahead of the 2026 FIFA World Cup appeared first on Americas iGaming & Sports Betting News.